The campaign is inspired by some of the finest
fragrances available to guys, reinforced through the brand’s 80+
year trusted performance and most advanced scent technologies
Today, Old Spice unveils the new “Smell Ready for Anything”
campaign featuring a series of ads highlighting transformative
moments to encourage guys to smell new possibilities, realize true
potential within, and manifest their own greatness in 2021. With
more than 80 years empowering guys to feel confident in their own
skin, the brand’s latest over-the-top ads serve as a “pep talk”
that, along with the brand’s latest product innovations, will boost
guys’ confidence to challenge his inner critic.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20210129005132/en/
Old Spice Red Reserve debuts with three
ridiculously long-lasting, cologne-quality scents - Dynasty, Sea
Spray and Royalty. (Photo: Business Wire)
It’s harder now more than ever for guys to stay on top of
routines that were once on autopilot. Young adults (ages 18 to 29)
have been impacted the most this past year. More than half of young
adults lived with one or more of their parents, are losing their
jobs, or taking pay cuts, according to a new Pew Research Center
Analysis of monthly Census Bureau data. However, young men are not
the only group affected, given three-in-five men feel the past year
has had a greater negative impact on their mental health than the
2008 recession. Compounding the epidemic, this cultural shift has
created an opportunity for guys’ inner critic to become louder and
louder, leaving guys feeling stuck, jobless, and emotionally
exhausted. There is hope – 71 percent of men are optimistic about
the future.
Old Spice debuts the “Smell Ready for Anything” campaign on
January 29, integrating digital/television creative, a unique
social media influencer push and a roster of NFL stars inspiring
guys to step up to greatness during Super Bowl week.
“Now more than ever, guys need a reminder to see the potential
within themselves and nurture seeds of confidence, even when we can
be self-critical,” said Matt Krehbiel, Old Spice vice president at
Procter & Gamble. “Old Spice encourages guys to challenge their
inner critic, while providing great-smelling products that help
them look and feel at their best.”
The campaign features the latest deodorant, antiperspirant and
body wash offerings to deliver on diverse needs with the lasting,
cologne-quality Dynasty, Royalty and Sea Spray
scents, Old Spice’s #1 sweat fighter with Clinical Sweat
Defense with 73-hour sweat protection, and the deep skin
hydration missing from many male body washes via Hydrate with
Aloe body wash.
These new Dynasty, Royalty and Sea Spray fragrances are designed
by industry leading perfume technologists, who focus on designing
the best fragrance experience into products. Research suggests
scents can trigger memories or emotions, prompting behaviors, and
even improving psychological states. Like leading designers in New
York and Paris, Old Spice perfumers are tracking the latest trends
in fashion and fine fragrances to deliver the freshness and
longevity desired.
The “Smell Ready for Anything”
Campaign
“Smell Ready for Anything” kicks off on January 29 with
the debut of "Winner" starring actor/singer/model Keiynan Lonsdale
(CW’s The Flash, the Divergent trilogy, Love, Simon), the first in
a series of spots depicting guys “smelling up to their potential”
with Old Spice as the catalyst. Fueled by over-the-top ad creative,
each spot highlights unbelievable stories of guys getting “unstuck”
from a mental fog to go on and achieve their dreams in record
time.
Concurrently, Old Spice is bringing together celebrities and its
Old Spice Guys, including athletes and well-known social media
influencers, to share their “MANifestations of Greatness,”
humorously inspiring guys to unlock their potential this year.
Immediately following during the week of the Big Game, Old Spice
will once again tackle “Radio Row” at the Super Bowl, albeit
virtually, with a roster of all-pros including NFL leading rusher
Derrick Henry (Tennessee Titans), All-Rookie standout
Chase Young (Washington Football Team), star tight end
George Kittle (San Francisco 49ers) and more. The players
will appear on national media outlets to discuss how they will
“Smell Ready for Anything” in 2021.
Old Spice Red Reserve - Long Lasting,
Cologne-Quality Scents
Old Spice Red Reserve debuts with three ridiculously
long-lasting, cologne-quality scents - Dynasty, Sea Spray
and Royalty - found right in the grooming aisle and not
hiding behind a fancy glass counter. Guys can now bring the
elevated Old Spice scent experience and trusted performance into
their daily routine in three ways:
- Aluminum-free Deodorant with Old Spice 48-hour
odor protection
- Antiperspirant/Deodorant for guys who need 48-hour sweat
protection and odor protection
- Cleansing Body Wash with an abundant, invigorating
lather and long-lasting cologne scent
Old Spice Clinical Sweat
Defense
Old Spice Sweat Defense is the legendary sweat and odor fighter
for guys who want lasting protection. Now, the legend grows: Sweat
Defense is available in an upgraded Clinical form. Old Spice
Clinical Sweat Defense delivers 5-in-1 protection with 73 hours
of sweat protection and long-lasting scent, so busy guys stay dry
and fresh-smelling no matter what comes their way. Clinical Sweat
Defense is also dermatologist-tested with skin moisturizers so guys
can be assured that Clinical Sweat Defense is gentle on skin.
Old Spice Hydrate with Aloe Body
Wash
Old Spice Hydrate with Aloe body wash is the newest
innovation in Old Spice’s award-winning Fresher Collection lineup
providing guys with real ingredients, benefits, and fresh scent.
Hydrate with Aloe body wash delivers deep hydration after just one
use, while also generating a rich lather for clean,
hydrated-feeling skin. An aloe-infused companion, Canyon with
Notes of Aloe anti-perspirant/deodorant offers legendary Old
Spice 48-hour sweat and odor protection.
About Old Spice
Procter & Gamble’s Old Spice is the quintessential grooming
brand. With more than 80 years as an American icon, Old Spice is
the authority on grooming experience and has leveraged this
heritage to become the No.1 selling anti-perspirant and deodorant
brand for guys in the United States. Old Spice offers a complete
product portfolio for today’s evolving needs, including
anti-perspirants, deodorants, body washes, body sprays, shampoos
and hair stylers.
For more information about Dynasty, Royalty and Sea Spray
fragrances, Old Spice Clinical Sweat Defense and Hydrate with Aloe
body wash, check Old Spice out at www.oldspice.com, Instagram
(oldspice), Twitter (@OldSpice) and Facebook
(http://www.facebook.com/OldSpice).
View source
version on businesswire.com: https://www.businesswire.com/news/home/20210129005132/en/
Chris Overholser, Citizen Relations
chris.overholser@citizenrelations.com
Juwan Thompson, Procter & Gamble thompson.j.3@pg.com
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